Children represent a valuable target audience for advertisers, with over $200 billion in direct purchases and influenced spending. However, questions exist about both the effectiveness of marketing to children as well as the impact this advertising has on the children themselves. Current debates over smoking and alcohol consumption highlight this issue from all perspectives: marketers, parents, and policymakers. Advertising to Children presents cutting-edge research designed to stimulate and inform this debate. Well-known authors contribute their perspectives, with chapters organized in sections to address what children know and think about advertising, how advertising works with children, and what issues are at the forefront of societal and public-policy thinking. Editors M. Carole Macklin and Les Carlson have lead research in this field and lend their expertise. More than just a litany of hot topics, this book provides a wide-angle lens on the field, with insights from advertising, marketing, communication, and psychology.
Table des matières
Introduction – M Carole Macklin and Les Carlson
PART ONE: IN SEARCH OF WHAT CHILDREN KNOW AND THINK ABOUT ADVERTISING AND HOW ADVERTISING WORKS
Through the Eyes of a Child – Deborah Roedder John
Children′s Knowledge and Understanding of Advertising
Socialization and Adolescents′ Skepticism toward Advertising – Tamara F Mangleburg and Terry Bristol
Evaluating Impact of Affiliation Change on Children′s TV Viewership and Percpetions of Network Branding – Robert Abelman and David Atkin
Youth, Advertising and Symbolic Meaning – Cindy Dell Clark
PART TWO: SOCIETAL IMPACT AND CONCERNS
′We′ll Be Back in a Moment′ – Alison Alexander et al
A Content Analysis of Advertisements in Children′s Television in the 1950s
Mothers′ Preferences for Regulating Children′s Television – Ann D Walsh, Russell N Laczniak and Les Carlson
A Comparison of Children′s and Prime-Time Fine-Print Advertising Disclosure Practices – Darrel D Muehling and Richard H Kolbe
The Beauty Myth and the Persuasiveness of Advertising – Mary C Martin, James W Gentry and Ronald Paul Hill
A Look at Adolescent Girls and Boys
Selling Food to Children – Bonnie B Reece, Nora J Rifon and Kimberly Rodriguez
Is Fun Part of a Balanced Breakfast?
PART THREE: ADVERTISING DIRECTED TO CHILDREN ABOUT CIGARETTES, SMOKING AND BEER
How Do We Persuade Children Not to Smoke? – Laura Peracchio and David Luna
Camels and Cowboys – Barbara J Phillips and Liza Stavchansky
How Junior High Students View Cigarette Advertising
Adolescents′ Attention to Beer and Cigarette Print Ads and Associated Product Warnings – Richard J Fox et al
PART FOUR: FUTURE DIRECTIONS FOR RESEARCH
Advertising to Children in the Twenty-First Century – Christine Wright-Isak
New Questions within Familiar Themes
The Future for Children and the Internet – Carole Walters
Advertising′s Effects – Marvin E Goldberg
Juxtaposing Research with Older and Younger Youths
The Context of Advertising and Children – Jeffrey J Stoltman
Future Research Directions
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